Helping a Cell Tower Company Transmit to a New Audience

The Challenge

TowerCo, one of the largest independent cell tower companies in the US, was looking for new ways to reach a historically inaccessible audience: Radio Frequency (RF) engineers and site acquisition teams.

The Strategy

Eckel & Vaughan seized on TowerCo’s most viable differentiator — the ease of colocation on their towers — and voiced it in the tagline “Simplicity. Found.” The website, print and online advertising, mobile app, e-blasts, events, gifts, and trade show booths drove home the communication.

Eckel & Vaughan helped to transform TowerCo into a pioneer of marketing and lead generation in the wireless industry. Their innovative approach and game-changing ideas repeatedly earned us the attention — and business — of partners, competitors, customers, industry leaders, and the market.

- Richard ByrneCEO, TowerCo

The Outcome

In the first year, more than 11,000 individuals — nearly all from the target group — registered to use the Tower Finder, viewing more than 40,000 tower profiles. In fall 2010, TowerCo unveiled its mobile app, TowerCo On-The-Go, which was downloaded more than 1,500 times in the first six months.

The improvements to TowerCo’s website and its aggressive, targeted advertising and social media campaigns generated spikes in traffic, engagement, and leads. TowerCo’s website is on pace to earn 100,000 visits annually, with an average of three minutes per visit site-wide. We also helped TowerCo develop the strongest, most engaged social networks of any tower company.